AI could boost revenues by 10% and reduce costs by 15% for media and entertainment firms, according to a report by EY, unveiled during the first WAVES Summit.

The report, A Studio Called India, outlines how AI is reshaping the global media landscape-transforming everything from content creation and personalisation to monetisation and distribution.

India, already a global leader in content production and IT, is well-positioned to lead this AI-driven shift.

EY highlighted India's unique combination of technical skill, creative depth, and a rapidly expanding AI ecosystem, which positions it as a critical hub in the evolving media value chain instead of remaining just an outsourcing destination.

Indian companies are increasingly using generative AI for tasks like campaign optimisation, audience targeting, automated dubbing, and voice cloning.

These tools enable faster localisation of international content and allow global studios to scale up multi-language releases without sacrificing cultural authenticity or narrative integrity.

With 2.8 million people directly employed and around 10 million in indirect roles, India's media sector is growing rapidly, driven by digital platforms, government support, and rising demand for AI-enhanced content services.

EY concluded that India offers foreign investors a powerful combination of creative scale, cost advantage, and favourable policies instead of regulatory barriers.

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